We’ve all heard the saying “You can’t please everyone”. The same is true in business. It’s rarely effective to go after everyone as a potential customer. So finding the answer to the question of “Who is your customer?” will help focus your marketing efforts and perhaps even the products you offer.

COVID-19 has unleashed a wave of innovation as well as new innovation challenges. The evidence base and experimentation of science, coupled with the agility and risk-taking of entrepreneurs, are major elements of this wave and essential to ending the crisis and building a post-COVID-19 world.